3: Selling to Baby Boomers
Boomers are enthusiastic customers: having things is important to them, having them immediately is valuable, and having better things than other people is extremely appealing. They are not shy about telling how successful they are, and conspicuous consumption is a method of doing so.
They also crave power to obtain things. They don't like to hear the word "no" and will be motivated to overcome something. There is no surer way to make them want something than to tell them they cannot afford it, or that they do not deserve (or "are not qualified") to have it.
Boomers see organizations as "the enemy" and seek to form alliances to work against the system. A salesman who can convince Boomer customers that he is on their side, helping them to get something from the company, is perceived as a teammate and an ally.
The notion of time-savings is also appealing to the Boomer. Because they devote so much time to work, and try to take on many activities in their time outside the office, they often feel stressed and rushed. A solution that helps them gain control of time, making things more efficient or expedient, is appealing.
Boomers are late adopters of technology, and they generally find it to be confusing and threatening. However, they will readily adopt technology if you can speak to other values: it saves them time, owning it makes them appear more successful and sophisticated than those who do not, people who do not use technology are old and out of touch.
It's noted that Boomers will often turn to their children for advice and support in purchases, especially technology but also in low-tech items. They see young people as being more knowledgeable about what trends are popular and will follow the advice of youth in that regard. This is especially important to salesmen who might wish to marginalize the input of a child and speak directly to the parent - doing so trips the us/them switch and the mark will become hostile to the salesman who attempts this tactic.
Most Boomers do not mind "the sales process" and are not resistant to the traditional sales techniques and closing strategies that salesman use - it is a familiar and comfortable process for them and they don't react negatively to things that might offend a younger person.
Two Generations in One?
The Boomers are often subdivided into two generations: the "leading edge" boomers who were born between 1946 and 1954 and the "late boomers" who were born between 1955 and 1964. They have very similar experiences and attitudes, but there are a few marked differences.
The older boomers are entering retirement, and are likely to be grandparents, whereas the late boomers are just now getting their own children out of the house and have another decade or so in the workforce - and they are more likely to be planning on working past the normal retirement age.
The late boomers also begin o show a tinge of the skepticism and mistrust that is usually associated with Generation X, having been disappointed by some of the watershed events at a younger age, and having suffered more greatly from the recent financial setback.
Many of the late boomers do not consider themselves to be members of the Boomer generation, and have some contempt for the self-centered and disingenuous nature of their older siblings. The pitches and tactics geared toward Generation X might be more appropriate to them - which underscores the need to be flexible about the exact age and birth date of generations and instead consider attitudes and characteristics.
Spotting a Boomer
Traditional market research is effective in gauging information about Boomers. Social Media, however, is not, as many of them do not participate in social networking the way that younger customers do, and you will gather an incomplete portrait that could be more misleading than useful.
Identifying them on sight is fairly simple, though the older ones might be confused with Matures and the younger with Generation X. They also tend to think and act "younger" than they actually are - a 65-year-old woman is still the flower child of the sixties in her own mind. She will likely have dyed her hair and may have used cosmetic surgery to disguise her true age.
On that topic, be aware that Boomers are fearful and resentful of old age. Referring to them as "old" or assuming they will have more sedentary interests - not only to do they want to feel younger, they want to act younger, and they want other people to mistake them for being younger.
Their proclivity for conspicuous consumption is a fairly reliable visual cue. Expensive cars, fine clothes, and jewelry are signs of a Boomer mentality, particularly those that have labels proclaiming their brands. If you offer a complement on a jacket, a Boomer will tell you the name of the designer, and perhaps even how much he paid for it, in an attempt to impress you. You would do well to act as if you are impressed, as that's the whole point.
When visiting a boomer's home of office, you can expect to see a "wall of fame" where they hang their degrees, certificates, trophies, and photos of events that advertise their life achievements. Showing respect for this gains a positive reaction from Boomers.
Boomers are also very loquacious people compared to other generations. They do not shy away from small talk or sales talk, so long as it's done in person, but they do not want to be engaged over the telephone or via e-mail. They will also give you greater regard if you are willing to engage with them for long periods of time - it's a sign you are working hard at your job as a salesman, and they respect that.
They are likewise more nonverbally expressive than other generation - Matures tend to be more reserved and Generation X are more aloof - but Boomers like to "let it all hang out" and freely express their emotions, using gestures and facial expressions liberally, and they respond well to the same.
Boomers are very slow in adopting technologies, and they generally do not brandish them as fashion accessories, for fear that someone might ask them a question they cannot answer. To them, technology is a convenience but a nuisance - and complaining about an electronic device is a signal of their identity.
Boomers still insist on the common courtesies - formal introductions, saying "please" and "than you," dressing appropriately for a situation, and the like. These are important signs of respect, and not outdated niceties. They are especially attached to formal titles such as "mister" or "doctor" - while they don't expect you to grovel, they do insist you show respect for their position. They are taken aback by people who communicate in an overly informal manner or use slang or off-color language.
Engaging Your Baby Boomer Customers
Earning the respect of a Boomer and getting the to like you is a matter of catering to their generational values. Getting them to listen and "lean forward" is comparatively simple - they are open-minded and enthusiastic customers who respond well to traditional sales techniques.
Remember that boomers are optimists: if you are upbeat and cheerful, they will respond well to you, and consider outward signs of emotion to be welcomed, even if they are disingenuous. They enjoy being with people who are upbeat and optimistic. Of particular importance is not to mention any drawbacks or weaknesses early in the sales process.
Boomers are very loyal to brand names - the fact that they and others recognize the name of a product is a sign of quality, and they will generally spend more for a name-brand product than a generic one, even if the generic is functionally superior. If your brand is famous, your product will be an easy sell; if it is not, you'll need to give them good reason to consider it.
Boomers are status-conscious. If your job title includes "senior" or "executive," you will automatically gain a measure of respect. If you speak about your accomplishments, they will regard you better, though this can be overdone.
Boomers communicate face-to-face, and on the phone if need be. They prefer presentations and full sentences to a casual and disorganized talk. They are familiar with the formalities and protocols of business, and will feel disoriented of you do not follow them. They expect a salesman to be a hard-working, clean-cut professional who is in a subordinate position to his customers.
Efficiency is a selling point - features that will "do the work for you" or "save you time" are attractive. Conversely, they do not like short engagements. While you are expected to express appreciation for their time, they will generally wish to devote more time to a conversation than will other generations - so long as it is not unfocused or overly leisurely.
Boomers value teamwork and distrust organizations. As previously mentioned, the salesman who positions himself as their helper in getting something they want, rather than a representative of the corporation who wants something from them, stands a batter chance of success. Using "we" whenever possible to show you are "on their side" is effective.
Boomers also like to feel they are getting something that other people cannot have. Providing a solution that is unique to their needs, or different in some subtle way than the "standard" item that everyone else buys, makes an item more appealing to them. If you show that you consider their unique personal needs, it goes a long way.
Again, be aware of their uneasiness about age. Avoid referring to things as being designed for people who are mature, older adults, 50-plus, or middle-aged. In fact, avoid the topic of age altogether - even if you say "a person your age" they interpret it as "someone old like you."
Boomers are not averse to marketing and the sales process. They expect sellers to brag about their products and do not feel this to be dishonest. If they have reservations or doubts, they will express them and give you a chance to speak. They also expect that there is a certain protocol to the sales process and will gladly seek to do their part, especially if you can set expectations and coach them through it.
Building Sales Relationships
Once you have engaged wit ha Boomer, your next step is to build a relationship with them, to show respect and earn trust that will lead them to decide to purchase from you.
One technique is to show your work. Boomers value the time a person spends on doing his job (again, the time, not productivity or efficiency), so if you demonstrate you are doing a lot of work to earn the sale and going the extra mile, chances are you will get their business, even over a salesman who is lackadaisical but offers a better deal.
Spend face-time with Boomers. In addition to counting as a method of investing time in your work, boomers feel that face-to-face contact is important. Send cards or letters at appropriate time, or call them to let them know about special promotions and offers, and always be available for an in-person conversation.
On communication, ask their preferences. Especially when it comes to technology, such as e-mail, it is generally not their preference. However, be careful to avoid implying they don't know how to use it - that may be true, but it's embarrassing to have it pointed out.
Boomers value trophies and gifts, so even "trinkets and trash" go far to win their favor. If you offer then a pen with the company name, a nice calendar for their refrigerator, a golf shirt with the company logo - such small gifts show you value their time, and they can use them to show others that their time is valued.
Do not ignore their children. Boomers are proud of their kids, proud of having kids who are smarter than themselves, and will sometimes involve their children in the sales process. Be respectful of this relationship, and do not attempt to marginalize their child's input.
Boomers are especially susceptible to flattery and praise. If you notice a plaque in their office, ask about it and pretend to be impressed by the answer. A pitch positions a product as a reward that they deserve can be highly effective in motivating them to buy.
They also like to get the sense that, by doing something very little, they are having a big impact on "the world." This is why environmentally-friendly products, or associating a donation to a charitable cause, makes a Boomer feel empowered by the simple act of buying something the needed anyway.
Nostalgia has great value, but can be difficult to work into a sales pitch. However, if you are a boomer yourself, you can share memories with them if the topic arises, which helps to build a stronger bond.
Closing the Deal with Boomers
Closing the deal with a Boomer can be straightforward: when you have established their interest in the product and built a level of trust in the relationship, simply ask for the business. Ion some cases, you may have to flat-out ask for the sale to get them to close.
High-pressure sales techniques that are geared to close a deal with a reluctant customer are considered inappropriate for other generations, but are highly effective with Boomers.
However, the relationship doesn't end with the Boomer when they sign the contract to buy - they expect you to be there with them through the entire closing and acquisition process. This ensures that they do not "bail" on you, and demonstrates your level of concern goes beyond the sale.
Staying in touch with Boomers after the first sale is key to getting the second sale, the third, and so on. Boomers value relationships and prefer to work with people they "know" - and so long as you take steps to make sure they remember you, they will probably call you rather than shopping around and will be resistant to your competition.
The Departure of the Boomers
While the boomers have received a lot of attention for many years, it's important to remember that they are now entering retirement, and will soon begin to retire in drives. Over the next ten to twenty years, they will fade from the workplace - this will have an impact.
The needs of the Boomer will change when they transition into retirement. If your product is something that they will still need and continue to buy after they have left the workforce, help them to make the transition so they do not consider retirement to be an event that leads them to reevaluate their choice of your product.
In B2B sales, make sure you meet the person who will replace your buyer after they retire. While they are an "underling" now, they will become the decision-maker when the Boomer leaves the workplace, and your treatment of them presently will help ensure that you get their business after the old boss has moved along.
In your own company, you should also be considering how the departure of your Boomer sales agents will affect you. Are they sharing knowledge with and making hand-offs to the next generation of salesmen who will take over their accounts?